Guerilla Marketing: Fourth Edition by Jay Conrad Levinson - Book Club Chat 1

Sarah Botchick

Sarah Botchick

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Dec 10, 2008
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Ok friends, I finally ironed out my technology issues and I have listened to the first couple of chapters of Guerilla Marketing: Fourth Edition by Jay Conrad Levinson.

OH MY GOODNESSS. I am too tired to stay awake, but don't want to turn it off to go to sleep. It is absolutely phenomenal.

I do think I need to get the paper copy so I can highlight my favorite points. I keep thinking, oh that was good, but can't remember it five minutes later. But here is my first one... the difference between marketing and advertising. He says that marketing is every contact your company has with the outside world. This is not just about magazine/tv/radio ads, email campaigns etc. It includes how you and your employees dress, how you answer the phone, how you interact.

I also loved the point of FOLLOW UP. Most people think marketing is over when the sale is completed. It is not.

Liked the point that judging a month's success in marketing is not about sales totals. It is about how many new relationships you have developed - even if the sales totals are not high at the moment, they will be later.

Also, marketing sucess cannot be judged by sales totals, but rather by PROFIT.

Thats all of tonight. Tell me what you all like when you get started.
 
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Just me again :) Well, I am only on page 8 and I have made FIFTEEN side notes in the margins!

I agree with you and his ideas of marketing as a whole - you, your employees, your business name and location, even down to the voicemail message on your phone!

I think we might have to discuss part by part because there's enough in Part 1 alone to create multiple discussions.

One of the more interestings things I read was that you shouldn't practice "me" marketing because the customer doesn't care about "you" they care about themselves. So his idea is to forgo the "About Us" section on your website.

Which is a good example of the varying opinions out there because some marketers say definetly do the "About Us" section because people like relating a business to a face and or group of people.

Great choice of book Sarah (and I mean you! :D )
 
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I agree, Sarah T. I was a little thrown by that point about the About Us section too -because I frequently go to that section on websites. I love to know who I am buying from.

My decision is a compromise - make the most visible things about the customer - but have the stuff about your company still available (in small print perhaps), just in case they are interested.
 
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I've listened to the first 1/2 hr of the audio book so far.

It's true that there is conflicting advice on the About Us page: some see it as essential since customers will look for it as a sign of legitimacy; others claim it's too "Me-I-Me-I". I suggest a compromise of righting an About Us page that's all about how what we do for you. :)
 
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"Your marketing: an arsenal of at least 20 weapons"

Wow - I have some catching up to do. I made a list of my arsenal and I only have about half of what's needed....if we get some more chat going on this topic I'd love to hear other's weapons - that is if they want to share :)
 
I have had this book on my shelf. So thanks for helping me take it off the shelf. Just started reading it. :) Thanks for the push.
 
Is it just me, or after a few chapters of reading this does anyone else feel like they have a bunch of peanut butter in their brain? :)

The information is great and I've made tons of notes -- but wooo heee! It's a lot of info.

And can I just say that we need to light a fire under this thread! This is a great idea, Sarah B. and this book is wonderful -- so many dicussion topics!
 
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I got stuck due to technical difficulties. Again. I hope to get back to it this weekend. All I can say is, don't EVER purchase the Belkin universal FM Transmitter. When something is on sale for $21 instead of $61, there is a reason.
 
Sarah,

I managed to convert the aa file to MP3 for the Milestone/Droid.

Sorry to hear the Belkin isn't working for you ... Belkin is usually a decent brand.

Having listened to the first few chapters a couple times, I'm stoked ... and thinking I need a printed copy to help me keep track of what's grouped, chapters, etc.
 
I'm only 46 pages into it and I'm already seeing "results"!

I wrote our new radio ad based on several principals touched upon - most notably making it more "you" oriented that "we, we, we" in the selling position.

My radio sales rep commented that we did a great job of writing it -- so I showed him the secret weapon book! :)
 
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I'm not sure if it's in Chapter 1, but I really, really love the emphasis on persistence. Sticking with a marketing plan is one of the hardest things for a small business to do. (And I speak from a position of guilt, myself!)
 
I am having trouble - I am listening to the book, but not recollecting enough to write tips here. I am so sorry. This is not working out as I planned!!

One I can remember - add a "dollop of warmth" to every transaction. I like the use of the word dollop. For some reason it makes me think of sour cream... :)
 
Sarah Botchick said:
I am having trouble - I am listening to the book, but not recollecting enough to write tips here. I am so sorry. This is not working out as I planned!!

One I can remember - add a "dollop of warmth" to every transaction. I like the use of the word dollop. For some reason it makes me think of sour cream... :)
Click to expand...

I find I can absorb much more information when reading than listening. Plus it is easy just to re-read a paragraph when you need to, and take notes. I know, that doesn't resolve your issue of enough time to read - me I bus to work so I have about 1.5 hours to read every day that doesn't impact on work or play time. I will be getting the "paper" version of this book next week.
 
I just got mine yesterday, so I'm a little behind.
I've got several pages of notes already.
My spidey-sense is tingling though.
The main point I've already taken away so far is
"create a seven word sentence that describes the core of your business"

Mine is much much too broad. However, it really is true. I can narrow it down no more than this:
"All occasion floral, gift and party store"

It's going to be difficult to focus on ONE core strategy because our business encompasses so many emotions.
The "consistency" will be the issue, because you could advertise funeral one way, bridal another way, and birthdays a whole other way than that!

Has anyone else concocted their seven word core belief? What is it?
 
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